Sega Promotes Sonic with UK “Hedgehog Crossing”

By
Tristan Oliver
– November 12, 2010

A Different Breed of Cross Promotion

Most fans will agree Sonic Colors doesn’t need a ton of promotion at this point; positive press reviews and an invigorated fan base may say it all.  That only adds to the bizarre, if not cute nature of a decision Sega recently made to team up with the UK’s People’s Trust for Endangered Species for some cross-promotion marketing.

Citing a Daily Mail report, Sega felt Sonic was the perfect mascot to help raise awareness of the eroding hedgehog population in Britain.  For the story, PTES estimates 300,000 fewer hedgehogs are living in the country than a decade ago.  That in part is due to an estimated 50,000 that fall victim to road kill each year–the product of slow movers and speedy cars.

So, conveniently with the release of Sonic Colors in Europe today and to a lesser extent with Sonic Free Riders Wednesday, Sega set up a hedgehog crossing earlier in the week in southwest London.  A crossing guard with a blue stop sign–branded with the Sonic Team emblem, was on hand to ensure cars share the road with hedgehogs.

It’s in the same vein of good fun and charity support as the Ivy the Kiwi? European promotion, with two major differences.  The first: as far as can be told, despite the PTES partnership and awareness, nothing was donated, and that’s odd since PTES does have a donation portal; perhaps you can do your part.  The second difference is seen in our headline photo.  Since real world hedgehogs are slow movers, someone–we assume at Sega–dressed up the participating creatures with tiny red shoes.  It’s cute in some circles, and a form of animal cruelty in other, snarkier areas.

Share it Now: